Partner Co-Marketing
Partner Co-Marketing is a team workspace for planning a joint campaign with a strategic partner. It keeps asset creation, launch timing, and lead-share rules in one place so both sides stay aligned.
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Built for: Saas · Technology Partnerships · B2b Marketing · Channel Sales
Overview
Partner Co-Marketing is a workspace template for planning and running a joint campaign with a strategic partner. It organizes the work around the actual campaign flow: kickoff and alignment, asset development, launch sequencing, and post-launch review. The structure mirrors how partner work usually happens, with dedicated channels for kickoff, day-to-day coordination, decisions, and retro, plus weekly check-ins that keep both sides moving.
Use this template when two organizations need to co-create assets, agree on launch timing, and define how leads will be shared and routed. It is especially useful when multiple stakeholders need visibility into approvals, milestones, and the RACI matrix. The pinned resources give the team a single place for the campaign brief, launch calendar, approval folder, and routing guide, which reduces back-and-forth and keeps decisions tied to the work.
Do not use this template for a simple one-way promotion where the partner is only providing logo placement or a single mention. It is also not the right fit if there is no shared ownership of assets, approvals, or lead handling. In those cases, a lighter campaign tracker is usually enough. This template is meant for real co-marketing operations where Conway’s Law applies: the workspace should reflect the partner workflow, not just store files.
What's inside this template
Members
This section defines the partner-side roles and internal roles so ownership is clear without tying the template to specific people.
Channels
These channels separate kickoff, execution, decisions, and retros so the workspace mirrors the campaign workflow.
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#kickoff
Campaign kickoff, goals, scope, timeline, and RACI alignment.
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#day-to-day
Daily coordination for asset drafts, feedback, and execution updates.
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#decisions
Approval thread for final copy, creative, launch sequencing, and lead-share rules.
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#retro
Post-launch review, performance learnings, and recommendations for future partner campaigns.
Check ins
These recurring meetings create a predictable cadence for progress, readiness, and blocker removal.
- Weekly Monday campaign check-in
- Weekly Thursday launch readiness check-in
Milestones
Milestones show the major campaign gates so both teams can see what must be true before moving forward.
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Kickoff complete
Scope, goals, and roles are aligned across both teams.
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Assets approved
All co-branded materials are finalized and ready for launch.
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Launch go-live
Campaign is published across agreed channels.
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Retro complete
Performance review and lessons learned are documented.
Task lists
These stage-based task lists break the campaign into actionable work with a clear DRI for each phase.
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Kickoff & Alignment
Define campaign goals, audience, roles, approvals, and launch criteria.
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Asset Development
Create and review co-branded campaign assets.
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Launch Sequencing
Coordinate the release order, timing, and operational readiness for launch.
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Post-Launch Review
Measure performance, document learnings, and capture next-step opportunities.
Hill charts
The hill chart gives both teams a quick view of whether the campaign work is still being explored or is close to done.
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Partner Co-Marketing Campaign
Track the major workstreams from planning through launch and retro.
Default apps
Default apps define the tools the team will use most often so the workspace stays connected to day-to-day execution.
Integrations
These integrations connect the workspace to communication, file storage, and CRM workflows that partner campaigns depend on.
- Slack
- Google Drive
- HubSpot
Pinned resources
Pinned resources keep the campaign brief, routing rules, calendar, and approvals easy to find during the launch window.
- Campaign Brief and Goals
- RACI Matrix
- Lead-Share Rules and Routing Guide
- Launch Calendar
- Asset Approval Folder
How to use this template
- 1. Start in Kickoff & Alignment by filling in the campaign brief, goals, partner roles, and the RACI matrix so every workstream has a clear DRI.
- 2. Use Asset Development to assign copy, design, legal, and review tasks, then move each item through the approval folder before marking the milestone complete.
- 3. Build Launch Sequencing around the launch calendar so both teams know the publish order, channel timing, and any integration touchpoints with Slack, Drive, or HubSpot.
- 4. Run the Weekly Monday campaign check-in to review progress, blockers, and decisions, and use the Weekly Thursday launch readiness check-in to confirm approvals and go-live readiness.
- 5. After launch, complete Post-Launch Review by capturing results, lead routing issues, and partner feedback, then close the retro with action items for the next campaign.
Best practices
- Assign one DRI to every task list item so partner teams never have to guess who is moving the work forward.
- Keep the Decisions channel for approvals, scope changes, and launch calls only, so important decisions do not get buried in day-to-day chatter.
- Finalize lead-share rules before assets are approved, because routing disputes are much harder to fix after launch.
- Use the Launch Sequencing task list to map publish order across both organizations, including any landing pages, emails, social posts, or webinar reminders.
- Store the latest approved version of each asset in the Asset Approval Folder and avoid reviewing drafts from email threads or personal drives.
- Treat the Thursday launch readiness check-in as a go/no-go meeting and surface blockers early rather than waiting for launch day.
- Capture partner-specific feedback in the retro so the next campaign can reuse what worked and avoid repeating approval delays.
What this template typically catches
Issues teams running this template most often surface in practice:
Common use cases
Frequently asked questions
What is this template for?
This template is for running a co-marketing campaign with one strategic partner from kickoff through retro. It gives you a shared workspace for campaign goals, RACI ownership, asset approvals, launch sequencing, and lead routing. Use it when both teams need a clear operating rhythm instead of scattered email threads and ad hoc docs.
Who should run the workspace?
The workspace is usually run by a Project Manager or Partner Marketing Manager, with an Engineering Lead or Product Marketing Lead only if the campaign includes technical assets or product messaging review. The important part is that each task has a DRI, not a named individual baked into the template. That keeps ownership clear even when people change.
How often should the check-ins happen?
This template is set up for a Weekly Monday campaign check-in and a Weekly Thursday launch readiness check-in. Monday is for progress, blockers, and decisions; Thursday is for readiness, approvals, and launch risk. If your campaign is small, you can keep both meetings but shorten them rather than removing the cadence entirely.
What kinds of campaigns fit this template?
It works best for partner webinars, joint product announcements, co-authored content, referral launches, and shared lead-generation campaigns. It is especially useful when both sides are contributing assets and need to coordinate publishing order. It is less useful for one-off sponsorships where the partner is not actively participating in the workflow.
How does the lead-share routing work?
The template includes a Lead-Share Rules and Routing Guide so both teams agree on what counts as a shared lead, where it routes, and who follows up first. That prevents confusion after launch and reduces disputes over attribution. You should customize the rules before assets are approved, not after leads start coming in.
What are the most common mistakes with a partner co-marketing workspace?
The most common mistakes are vague ownership, missing approval steps, and launching before both teams have signed off on the calendar and routing rules. Another common issue is using the workspace only for files, while decisions still happen in separate chats. This template is designed to keep decisions, tasks, and assets connected in one workflow.
Can this template be customized for different partner types?
Yes. You can adapt the channels, task lists, and milestones for channel partners, technology partners, agencies, or distribution partners. If the partner relationship is highly regulated or has strict brand controls, add extra approval steps and a more detailed asset review stage. If the campaign is simple, you can trim the task lists without changing the core structure.
How does this compare with running co-marketing through email and shared docs?
Email and shared docs can work for very small campaigns, but they usually break down when there are multiple assets, approvals, and launch dependencies. This workspace gives you a visible structure for kickoff, day-to-day work, decisions, and retro, plus a place to store the campaign brief and routing guide. That makes it easier to see what is done, what is blocked, and who owns the next move.
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